Home Furnishings Store Changes Name to Pirch

San Diego-based home furnishings retailer Fixtures Living has changed its name to Pirch, a variant on the word “perch.”

CEO Jeffery Sears said the spelling choice was made “to make the name uniquely ours,” with a homemaking metaphor suggesting a bird feathering its nest in a tree perch.

The privately held company was started in 2007 and sells premium lifestyle goods, including fixtures for kitchens, laundry rooms and bathrooms. Its three Southern California stores have showrooms with fully functioning fixtures and appliances that customers can try out.

The company plans to move its current Miramar showroom to Westfield UTC mall at University Towne Center by year’s end. It also has upcoming store openings in Chicago and Dallas, with plans to expand into several more U.S. cities over the next two years.